B2B sales is not an easy career. It is a daily battle against rejection from prospects, long sales cycles and a changing market. There are many reasons your sales team might miss their target; some of these will be out of their control despite their best efforts. However, sometimes the reasons for your team producing poor sales results will be within their control and yours.
What should your next steps be when your sales team is not producing the results you expect?
It is crucial to identify the root cause of the problem to make the necessary changes and improve performance. In this blog, I will cover four contributing factors that create poor sales results and provide insights into addressing these challenges.
1. Your sales team lacks accountability
If your team are not taking ownership of their performance, their results will likely suffer. You should establish clear expectations and conduct regular performance reviews to improve accountability. Additionally, it is vital to hold the sales team accountable for meeting those goals and expectations. When the team knows you are closely monitoring their results, they are more likely to take the initiative to improve their performance.
2. There is not enough activity coming from your team
Another common contributor to poor sales results is a lack of activity on the part of the sales team. If your team do not actively reach out to potential customers and close deals, it is unlikely that they will be able to achieve their sales targets. You should set SMART daily goals to address this issue and encourage your team to work towards these. Additionally, sales training and coaching can help the team develop the skills and confidence they need to increase proactivity and success.
3. The standards set are too low
Another factor contributing to poor sales results is setting standards too low. If your team does not feel challenged to reach higher performance levels, they may become complacent and not work as hard to achieve their goals. To address this issue, you should regularly review and adjust the team’s sales targets and performance standards. You must set realistic but challenging goals to motivate the team and improve their performance.
4. Issues with the leadership team
If the sales manager is not providing the direction, support, and resources the team needs to be successful, it is unlikely that the team will be able to achieve its goals. To address this issue, you should regularly review and assess your performance and make changes as necessary to improve your leadership style and effectiveness.
Diagnosing poor sales results can be a complex and challenging process, but it is important to identify the root cause of the problem to address it effectively. By addressing the key issues above, you can guide your sales team in overcoming the challenges they face and achieving their sales targets. By focusing on accountability, activity, standards, and leadership, you can create a supportive and effective sales environment that empowers your team to succeed.
Resonate can guide your sales strategy
At Resonate, we specialise in enabling the success of B2B sales organisations. We have a team of Sales Development Representatives that can make cold calls on your behalf to accelerate the sales process. We help develop the sales strategy and create an associated plan that converts the strategy to execution so your organisation can get predictable revenue over the coming quarters and years.
We also provide ongoing advisory and consulting services to ensure your strategy and plan become a reality. We focus on helping the sales organisation meet targets predictably and consistently. Please visit our Sales solutions page for more on our cold calling services and other capabilities.